Behind the hot scheduled dinner

“Is it better to book the first round or the second round of the New Year dinner?” For nearly two months before the Spring Festival, many citizens have already pre-ordered dinner at their favorite restaurants, and they are looking forward to a great year.

Many restaurants have already booked 80% of their dinners. However, the Guangzhou food and beverage industry continued its climax in November in December, whether it could bring warmth to the industry, and it is difficult for the dinner to push the food and beverage industry to a low point.

Visited the market and found that large and small restaurants are actively responding to the "hard-fought" dinner reservations, some restaurants said "no service charge," and some declared "absolutely not increase." According to industry sources, the catering industry in November and December 2015 had been “bashed.” Even if there is an “explosion period” for booking such a major dinner, it will be relatively cautious and will not take the opportunity to “get away.”

Yin Jiangbo, chairman of Guangzhou Shangshi Guowei Group, told reporters that the reservations for the two rounds of New Year's dinner in the restaurant are very hot: “The booking for dinner is generally concentrated in November and December, especially in December, and it is usually before this year. In 1 month, a good room was already booked.” Interestingly, some families had already booked a new year's room in the following year after the New Year’s dinner.

According to Youshang, head of the Guangzhou Food and Beverage Chamber of Commerce, the current booking for dinner is very good. Many restaurants of member companies have already been booked, and some restaurants have been booked in two rounds. However, he believes that the New Year's dinner plus the turnover during the Spring Festival holiday can only be “a few days”, and it is difficult to push the catering companies or the catering industry to bottom out.

Yin Jiangbo also believes that the prosperous effect of the New Year meal has little effect on the food and beverage industry: “Good business during the Chinese New Year is only a “three-year, three-year period”.”

He calculated: “The price of the New Year has definitely risen. We booked so many guests in advance, it is difficult to increase prices; on the other hand, we don’t add service fees. We also need to pay employees overtime during the Chinese New Year. It can be said that The money earned over the past few days is basically distributed to employees.” He said the turnover was “outbreak” during the past year, but profits have not increased significantly: “It is earning popularity, earning a reputation.” In addition, He believes that the consumption of New Year's dinner may be reduced than in the past, "the previous consumption of 10,000 yuan, and now may consume 5,000 yuan."

Industry observation: Some restaurants will “beard broken arms” after the end of the year

“In November, the food and beverage industry encountered the most difficult month in nearly 30 years. Both the high-end and popular catering companies have also been subjected to tremendous impact.” District Health revealed that the situation in December has not significantly improved, although there are Western festivals are "advancement", but Western food is better, and Chinese food business is also "hard to beat" compared with November. In Yin Jiangbo's view, the situation in December was slightly warmer than in November, but it is still not very optimistic.

“We are very worried.” District Health also said that especially the Cantonese cuisine was hit harder and the turnover fell by 20% to 30%. “At least 60% of the Cantonese restaurants were etched in November and December.” The following market is rather pessimistic: "It is estimated that restaurants will be closed one after another." He admitted that he had also closed two or three restaurants and called this "a strong man's broken arm."

However, at the same time, he will open new restaurants at other addresses next year: “Including Shahe Fen Village, Liuhua Congee City, etc. The reason is that these old brands can still continue, but those with no characteristics, homogeneity Those who are tall may be eliminated,” he said by way of illustration. When the “shop for dim sums” was popular, many merchants would rush to seize this “cake”. Homogenized competition could only lead to price wars. Finally, everyone was “bad”. "Foot" is only a brand with its own characteristics, it is the future of the new way out.